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Net ad spending optimism due to cookie depreciation in the U.S. 2022

Published by Statista Research Department, Jan 6, 2023
According to a survey conducted among marketers in the United States between February and March 2022, the most positive impact of the depreciation of third-party cookies and mobile ID tracking was found in the connected TV (CTV) marketplace, with a net optimism score - defined as the difference between the share of respondents planning an ad spending increase and those planning an ad spending decrease on a medium - of 19 percent. Mobile followed with a net optimism score of 13 percent, while both linear TV and desktop were expected to take a hit.

Net ad spending optimism due to depreciation of third-party cookies and mobile ID tracking in the United States between February and March 2022

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Release date

May 2022

Region

United States

Survey time period

February 15 to March 15, 2022

Number of respondents

406 respondents

Special properties

among advertising executives

Supplementary notes

Net optimism is defined by the source as the difference between those indicating they planned to increase or decrease ad spending in a medium.

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Overview

6

Marketer perspective

6

Programmatic

7

Cookies

7

Customer data platforms (CDPs)

8

Customer perception

7

Further related statistics

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Topics

Data usage in marketing and advertisingMarketing technologyAdvertising consumption and perception in the U.S.Marketing personalization worldwideThird-party cookie deprecation
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